In 2023, with the market economy environment showing a stable recovery and a steady improvement trend, Heilan Home (600398. SH) with keen market insight and excellent business strategy, successfully seized the opportunity, April 29 released the financial report shows that the company achieved a total revenue of 21.528 billion yuan, ranking first in the domestic men's wear market share for ten consecutive years, and with a net profit of 2.952 billion yuan to achieve revenue and net profit growth.
As a leading enterprise in the apparel industry, Heilan Home not only performs well in terms of revenue and market share, but also demonstrates extraordinary strategic vision and execution ability in brand diversification and market strategy. The company successfully transformed its multi-brand strategy into a powerful driver of the Group's growth, thereby achieving both scale and market influence.
On the road of digital transformation, Heilan Home has also shown a forward-looking vision and successfully realized the leap from the traditional clothing enterprise model to innovation and change. Through the data-driven operation model, it not only improves the market response speed of the enterprise, but also wins the initiative for Heilan Home in the fierce market competition.
Create a "three-in-one" intelligent system, and the production efficiency is doubled
Walking into the smart factory of Heilan Home, it can be seen that through the interaction between the intelligent terminal and the equipment, the automatic transmission of production materials and materials can be realized, and the fully automated operation of garment production can be realized, and the work efficiency can be doubled.
It is understood that Heilan Home also relied on a new generation of information technology such as 5G, AI, and the Internet of Things to build a 5G smart factory earlier, and used the Internet of Things and RFID chip technology to open the whole process of intelligent digital integration of retail operations, forming a closed loop of the whole link of the industry, and taking the lead in realizing the digital and intelligent transformation of the industry.
In addition, by building a supply chain system of "production + development + quick response", Heilan Home has achieved a timely grasp of market dynamics and accurate satisfaction of consumer needs. This integration and optimization of the supply chain makes the company more flexible and efficient in terms of product supply, and provides a solid support for the sustainable development of the brand.
According to the relevant person in charge of the company, on the product side, the Heilan House brand has put forward the four design principles of "suitable for the human body, excellent human form, suitable for people's needs, and satisfactory", hoping to create a unique "humanized clothing experience" of Heilan Home;
According to the financial report data, Heilan Home's gross profit margin will reach 45.87% in 2023, which is due to the efficient integration of the supply chain and the effective implementation of the multi-brand strategy. By continuously innovating the brand development model and optimizing the supply process, Heilan Home not only enhances its competitiveness, but also provides valuable experience for the transformation and upgrading of the apparel industry.
The perfect integration of online and offline injects strong vitality into the brand
With its in-depth experience in the menswear field and keen market insight, Heilan House leads the trend with its unique localization strategy. The company takes the perfect integration of online and offline as the core to create a comprehensive marketing network system and inject strong vitality into the brand.
Heilan Home's offline stores are an important display window for its brand image. In terms of store layout, the company takes the concept of fine site selection, high-quality display and in-depth experience design to bring the delicacy and taste of men's wear into the lives of more consumers. Through careful layout, Heilan House combines the brand image with a landmark commercial complex to provide consumers with a unique shopping experience. At the same time, the company continuously optimizes the channel structure, improves the operating efficiency of stores, actively adjusts and optimizes the location of commercial pedestrian streets, and increases the proportion of directly operated stores such as shopping malls and department stores.
Heilan Home has also made significant progress in overseas market expansion. Last year, the company continued to cultivate mature markets such as Malaysia, Vietnam and Singapore, and actively expanded into new overseas markets. At the end of the year, Heilan Home achieved an important milestone in the Philippines and successfully entered the sixth overseas country. The co-opening of SMFairviewCity Mall and Robinson Manila Place in Manila, Philippines marks another important progress in the overseas market expansion of Heilan Home.
At present, through the in-depth support of the digital platform, Heilan Home's revenue model has changed from the traditional offline store sales to an omni-channel model combining online and offline, which not only broadens the sales channels, but also improves the market penetration of the brand and the convenience of consumers. Through data analysis and consumer behavior insights on the online platform, Heilan Home can respond to market changes more quickly, achieve rapid iteration and innovation of products, and promote continuous growth in performance.
A strong brand matrix has been formed to obtain positive feedback from the market
Through the implementation of the multi-brand strategy, Heilan Home has successfully built a strong brand matrix, which not only enhances the market influence of the brand, but also significantly improves the operational efficiency of the enterprise and the effectiveness of the overall value chain. The construction of the brand matrix enables Heilan Home to cover a wider range of consumer groups and meet the needs of different ages, genders and lifestyles, so as to expand economic scale and increase market share.
In addition, through its forward-looking multi-brand strategy, Heilan Home has successfully achieved in-depth layout and performance growth in multiple market segments, thereby consolidating its leading position in the apparel industry. Since the launch of the diversified brand strategy in 2017, Heilan Home has not only continued to lead in the field of men's wear and professional wear, but also successfully expanded to multiple markets such as women's wear and children's wear, forming a brand matrix covering a wide range.
With the establishment of brands such as OVV, Heilan Preferred, Black Whale, and Yingshi, as well as the agency of Austrian high-end sports brand HEAD in 2022, Heilan Home's multi-brand strategy has entered a new stage of accelerated development. These brands not only meet the needs of market segments, but also bring new growth points to the group. According to the financial report data, the revenue of the main brand of Heilan House reached 16.458 billion yuan, and the revenue of other brands also achieved a breakthrough of 2.016 billion yuan, which not only highlights the market recognition and consumer acceptance of the new brand, but also reflects the success of Heilan House in brand cultivation and market expansion.
At the same time, the brand awareness and market influence of Heilan Home have been continuously improving over time, and consumers' awareness of its brands has become increasingly comprehensive. In addition to the core category of men's wear, other brands of Heilan House are also gradually making efforts, showing strong market competitiveness.
Heilan Home accurately grasps the needs of consumers, takes clothing as the core entry point, and closely connects with market demand through diversified development strategies. In the women's market, the OVV brand has become an important step in the Group's diversification strategy by providing a diverse range of classic matching options with its precise positioning for urban women.
With the steady growth of the group's performance, Heilan Home has successfully refreshed consumers' perception of the brand by inviting well-known spokespersons and creating a new brand image. Combined with the consumption stimulus policy launched by the government, Heilan Home has given full play to its own advantages, stabilized brand development, and built a solid development barrier through information construction and multi-category layout.
Heilan Home's multi-brand strategy not only brought younger market information to the group, but also received positive feedback from the market, laying a solid foundation for the sustainable development of the group. On the road of brand development, Heilan Home has shown a strong development momentum, and is expected to contribute more performance to the group in the future, continue to lead the trend in the garment industry, and achieve leapfrog development.